South China Morning Post introduces new identity

February 6, 2018
SCMP Updates
The South China Morning Post today introduced a new corporate identity in line with its roadmap to transform and expand its focus from the region to the global marketplace.

SCMP’s new branding is fleshed out with a redesign of the South China Morning Post broadsheet and its digital products as well as a new corporate logo.

The logo, conceptualised and designed in-house, is a yellow-and-blue window pane image, inspired by the international signal flag Kilo, which means “I want to communicate with you.” This reflects a foundational purpose of a news company like the South China Morning Post.

The new look’s two-pane design also highlights the importance of understanding the world from both sides of the story, which is key to “truth and fairness”, the paper’s editorial principle.

In addition, the new identity, which graphically resembles a broadsheet newspaper, pays tribute to SCMP’s legacy as Hong Kong’s paper of record for 114 years.

Over the years, the South China Morning Post has developed from a regional newspaper to a news media organization available to readers and users across multiple channels, platforms and formats. The new corporate logo enables the media brand to be recognisable and adaptable across all of these.

Gary Liu, CEO of the South China Morning Post, remarked, “Even with our evolution, there is one thing that will never change. We will continue to safeguard SCMP’s unwavering commitment to our core editorial values – truthful, fair, independent journalism – which has been the hallmark of SCMP’s 114-year history.”

In conjunction with the new identity, SCMP is relocating its city office to Times Square in Causeway Bay. The new premises will take up approximately 100,000-square-feet of gross floor area over six floors. The office is an activity-based work space, featuring social areas, huddle rooms, varied seating options, and an open atrium, among other features. The cohesive layout, collaborative spaces, and thematic social hubs are designed to improve internal communication, which will, in turn, foster deeper connections with the company’s stakeholders. Relocation to the city office begins this month and is slated for completion by December 2019. The Morning Post Centre will remain in Tai Po Industrial Estate where its printing presses are located.

The story behind SCMP’s new identity is detailed at a new microsite, Through digital storytelling, the site unveils the rationale behind the new corporate identity, the new digital possibilities as SCMP engages readers via compelling stories across multiple platforms, and SCMP’s reinvigorated editorial vision to lead the global conversation about China.

To explore opportunities to tap into's increasingly digitally-savvy platforms, please contact [email protected].

About South China Morning Post 

The South China Morning Post is a leading news media company that has reported on China and Asia for more than a century with global impact. Founded in 1903, SCMP’s headquarters are in Hong Kong, where it is the city’s newspaper of record. Our teams span Asia and the United States, working together to connect with news consumers around the world. We are committed to informing and inspiring through journalism of the highest standards. 

Against the backdrop of shifting discovery and consumption behaviour, SCMP reaches users across distributed media platforms such as, smartphone and tablet apps, social media and messaging platforms, as well as our flagship newspaper. ​In addition to the South China Morning Post broadsheet, we also publish the Sunday Morning PostPost MagazineSTYLE, This Week In Asia​ and The Peak​, attracts millions of readers and generates tens of millions of page views per month, providing a perfect channel for our advertisers to reach a worldwide audience.

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